Content marketing may get a lot of buzz these days - but it's as old as advertising itself.

In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.

But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.

Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.

The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.

After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.

And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.

"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.

"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are (gasp!) ad-free."

In an expansive new interview just days before Sunday's Super Bowl, I talked to Stuart about what he saw at the revolution - and why, despite all the change around us, everything old is new again.